Boost, one of GSK’s leading brands in the Health Food Drinks category, has launched a three-part digital video campaign with the youth icon Virat Kohli. With this campaign, the brand intends to take its theme of ‘Play A Bigger Game’ beyond an inspiring message to actually providing kids with an opportunity to prepare to ‘Play A Bigger Game’ by learning it from Virat himself.
The video features Virat Kohli preparing a young kid to play a bigger game in his own unique style. This is one of first set of long formbranded digital series created exclusively for kids. The videos are about how Virat coaches a young kid in his own unique & unconventional ways & helps him prepare to #playabiggergame. Boost plans to drive over 10Mn+ views for the #playabiggergame campaign by promoting it across popular digital platforms of YouTube, Facebook & Gaming Apps.
Talking about the digital campaign, Prashant Pandey, EVP Marketing, GSK Consumer Healthcare said,
“Boost’s energy proposition has been evolving with the times and made to come alive through a great mix of innovative and experience-driven marketing. Last year we had launched a new communication platform called ‘Play A Bigger Game’, in line with the brand purpose of ‘Unleashing the winner in you (kids)’. This platform has worked brilliantly for us in terms of connecting with the core TG of 8-12-year-old kids leading to the best-ever business results. We feel that the platform is so powerful that it can transcend across touch-points to connect with kids across multiple touch-points that are of interest to them.”
He further added, “Through our integrated approach module, our creative agency JWT came up with an idea that takes the leverages the platform of Play A Bigger Game to actually help kids prepare to Play A Bigger Game. Hence, we decided to launch the first ever branded digital series with Virat Kohli to engage with kids. The digital trilogy showcases how Virat coaches a young kid in his own unique ways & helps him prepare to Play A Bigger Game.”
He also said, “as part of the campaign, Boost is also calling out kids to share their videos of practice & WIN a chance to train with Virat himself. This is one of the biggest digital campaigns in GSK CH India that aims to connect with consumers through a medium (digital) & genre (long form digital video) that provides the strongest scope of engagement with them. We are confident that this will help in a big way in strengthening the love for Boost amongst kids.”
Talking about the association with Boost, Virat Kohli said, “Right since I was a kid, Boost, led by stalwarts like Kapil Dev, Sachin, MS Dhoni, has always been a brand that has inspired kids to unleash the winner in themselves. I have been associated with Boost for over 4 years now & elated that the baton is with me now to continue this journey of inspiring kids to unleash the winner in themselves. The new campaign of #playabiggergame aims to take this journey forward by helping kids on how to prepare for playing big & winning big.”